Digital Communication in Flux: What Matters Tomorrow

One technological invention follows another. This digital transformation has radically changed the way we communicate – both consciously and subconsciously. Text messages instead of phone calls, emails instead of letters, online meetings instead of personal encounters. And even a ‘That’s okay with me.’ is replaced by a 👍. So far so good. And known. But what can we learn from this? And how do we prepare for the future?

Sentences are getting shorter, frequency is increasing.

The gradual shift of our communication to the digital world means above all: Communication channels are always available. Ubiquity leads to sensory overload. The phone in hand, the smartwatch on the wrist, or the laptop in the bag. Always and everywhere accessible, “always-on”. Researchers are alarmed, as our attention span is impaired. We are becoming the “Goldfish Generation”.

Digital communication must be understood.

The internet as a freely accessible space includes, promotes exchange, and connects across geographical boundaries. But it’s getting harder and harder to stand out from the crowd. Because digital communication follows new rules of the game. Algorithms decide what is seen by whom and when. They decide what is well-received, and we orient ourselves accordingly. As a result, communication runs the risk of becoming uniform.

Authentic and tangible. That’s how the digital communication of tomorrow must be.

Therefore, more than ever, authenticity is key. Brands and individuals must communicate real, tangible messages to escape the conformity pressure of the algorithms and achieve a lasting impact. Clear positioning and a genuine USP become indispensable in times of unprecedented information competition. It is necessary to counter conformity, to embrace our rough edges.

Courage for change

For those who find the digital transformation too fast, there are no good news. Because the dynamics of change continue to increase. What smartphones took decades to achieve, ChatGPT and co. could do in a few months. Not only technological advancements but also their dissemination and impact on our daily lives are steadily increasing. Already, in many companies, a chatbot is the first customer advisor. Artificial intelligence will take the precision of algorithms and thus the personalization of communication to a new level. And with augmented reality, a new technology is on the verge of breakthrough, which can make our digital communication literally tangible and experiential. Openness and curiosity about these technologies, as well as their conscious and complementary use, will become a necessity for the communication of tomorrow.

Personal encounters
enable in-depth communication.

But the sensory overload of the digital world remains. It is all the more important to create exclusive space for personal encounters. To take time for real, honest exchange. We live this through our discussion format “Coffee & Cigarette”. Four times a year, we invite for a personal exchange with depth. Against the fast pace and superficiality. And it’s noticeable there: Real attention in today’s world depends on direct interaction.

Those who supplement digital communication with this space for personal encounters are equipped for the communication of tomorrow.